What question did this study set out to answer?

This report aims to analyze generational differences in consumer financial attitudes and behaviors in South Africa.

May 24, 2026Open Access

A generational divide in South Africa?: birth cohort differences in consumer attitudes and behaviour: briefing report 8

Key Points

This report aims to analyze generational differences in consumer financial attitudes and behaviors in South Africa.
Data collected from five surveys (2012, 2013, 2015, 2017, 2020)
Surveys fielded as part of the South African Social Attitudes Survey (SASAS)
Sample includes adults aged 16 years and older living in private residences.
Identified changes in consumer financial attitudes over eight years
Highlighted significant differences between various birth cohorts in financial behavior

Abstract

To better comprehend and track consumers' financial capabilities and knowledge in South Africa, the FSCA commissioned the Human Sciences Research Council (HSRC) to undertake surveys to explore consumers' financial attitudes, behaviour and experiences. These surveys were fielded as part of the South African Social Attitudes Survey (SASAS) series. Data for this study was drawn from five of these surveys (2012, 2013, 2015, 2017 and 2020), allowing us to track changes over an eight-year period. SASAS uses nationally representative samples that are restricted to adults (aged 16 years and older) living in private residences.

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